#Retail Customer Experience
In a previous post titled – Let’s Make The #Retail Customer Experience Great In 2016! – I covered the more organizational topic around how to set your company employees up, through training/development, for providing great customer experience. This post is really for the team members who are interacting with the customer and mapping out a basic plan to deliver the service levels conducive with providing a great experience.
What do our customers want? There are some challenges inside retail being that it is no longer just a brick-and-mortar business but, instead, an onmichannel and multichannel experience for the consumer. However, there is still power in having a product in-hand today so when you have customers in your store – it is important to recognize that they are truly potential buyers. You can turn them into actual buyers through amazing service and engagement. Creating an experience so compelling that they find extreme value in buying their desired item today, from you. This will support the closing of more sales and elevate brand loyalty.
Here are some interesting statistics that are powerful to know:
(Source: Startup Nation)
When asked how far customers would drive for excellent service:
How many bad experiences does it take to lose a customer?
We don’t have that many chances to make a good impression on our customer so it’s important that each and every customer is valued and made to feel unique, important, and we are showing them gratitude throughout the interaction.
So, what do customers expect of their experience?
It’s actually frighteningly basic.
(1) Knowledgeable and present staff
(2) Friendly interactions
(3) Good value
(5) A fast finish
Here are some other things to consider:
(A) 80% of customers give you a “no” four times before they give you a yes
(B) 63% of people requesting information on your company today will not purchase for at least three months – providing excellent customer experience may not result in a sale today but a future sale for your store – Keep in mind this does not mean your average customer. This is the customer that comes in with initial questions for you. This interaction is, essentially, an audition to see if the customer is interested in shopping with you. It is important to capture this customer as well.
(C) According to Parature: The Top 3 Most Important Aspects of a Good Customer Experience
This is probably not a new quote to anyone in the retail industry but it is extremely relevant: “People will forget what you said. People will forget what you did. But people will never forget how you made them feel” – Maya Angelou
The following link to a YouTube Video has nothing, really, to do with retail (per se) but it does resonate with creating an experience. This video was taken by a student, Shea Golden, at the performing arts high school she attends in Chicago: People React To Being Called Beautiful. It’s 4minutes and 47seconds of time well-spent to watch it.
Why do I think this is appropriate to our focus on Customer Experience? It’s because you can see people smiling because of five simple words. You can see how these five words changed someone’s day. You also see the sour, rude person who you will never please (we’ve all had this customer, right?). You see a couple faces that are distrustful of the pitch. But the overwhelming majority smiled and felt something that manifested itself in happiness because of this brilliant student who was taking pictures “of things I find beautiful”. “People will never forget how you made them feel”
In this changing retail world we have chosen to be a part of – right now, it’s about the “experience” for the customer. Remember…”By 2020, Customer Experience will overtake price and product as the key brand differentiator”.(Source: Parature) We need to start making a difference and having an impact in this crucial area of the business. Addition 12/7/15 – I shared this video with my team via a group video chat on Skype on Thursday 12/3/15 and we received 14 customer compliments between Friday and Sunday. Our normal customer feedback is, typically three to five compliments a week. We committed to a focus on experience and making our customer “feel” special. It was a great and lively video chat, exercise, and definitely produced results.